Armani/Casa
Interactive Digital Exhibition
The goal of this project is to reimagine and transform Armani/Casa’s prestigious exhibition at the 2023 Salone del Mobile, which is an integral part of the renowned Milano Design Week, into a digital experience, enjoyed by their globale audience, enabling them to explore the captivating world of interior design irrespective of their physical location.
Agency
SHAA
Date
April 2023
Read
4 minutes
Chalenge
The challenge at hand was to craft a digital experience that authentically captured the interactivity and engagement taking place within the physical exhibition space. The objective was to create an online experience that could faithfully replicate the immersive and dynamic atmosphere of the real-life displays, providing users with a similar level of interaction and sensory stimulation.
Design solutions
A key aspect of the strategic approach was to recreate the exhibition’s floor plan and transform it into an interactive map. This map provided users with the ability to explore various rooms and sets, allowing them to delve into the detailed specifications of each collection. By presenting the exhibition in this format, we aimed to enhance user engagement and provide a seamless and immersive experience of navigating through the different areas and discovering the showcased collection.
Map design
In order to create the exhibition’s map, I utilized the existing Autocad 2D floor map of Palazzo Orsini, including its attached garden. I carefully retraced the desired portion ensuring that it accurately reflected the layout and structure of the venue. Rendering it with a soft touch to reflect Armani’s design aesthetic and refined ambiance with a visually appealing representation of the exhibition space.
Overlay Call-to-Actions
I implemented two types of overlayed CTAs on the map for increased interactivity.
- Circular CTAs: Placed around each display, these allowed direct access to highlighted rooms.
- Info button: Opening panels with historical details, this feature provided insights into specific palace areas.
Exhibition rooms design
In order to create an immersive digital experience, every room was designed with precise attention to detail. The goal was to recreate the ambiance and visual elements of the real-life exhibition, ensuring that users could explore a virtual space that closely resembled the exhibition.
Experience flow
Start screen
We initiate the experience with a start screen showcasing a 2D representation of Palazzo Orsini’s facade. A compelling call-to-action invites you to enter the palace and begin the immersive journey.
Video introduction
We kick off the experience with a video tour of Palazzo Orsini, familiarizing you with the exhibition venue and the space you’ll be exploring.
Interactive map
The exhibition’s floorplan showcases the various rooms and areas available in the experience. Interactive call-to-actions are strategically placed over each collection, enticing users to explore further. Additionally, two buttons provide the option to download the 2023 lookbook and exhibition catalog, offering users convenient access to additional resources.
Exhibition room
Within each room, we find a representation of the exhibited collection. Clicking on CTAs opens overlayed panels providing detailed information about the displayed products.
Product panel
The product panels offer users descriptive information about each item, presenting a short text highlighting its inspiration and a comprehensive specifications sheet for a deeper understanding.
